Featured Guests
Bob Burg

Bob Burg is a sought-after speaker at corporate conventions and for entrepreneurial events. He has written the well known...

Your Host
Christopher T. Anderson

Christopher T. Anderson has authored numerous articles and speaks on a wide range of topics, including law firm management,...

Most lawyers are technicians; they want to provide legal services but cringe at the necessary step of selling them. There is a negative connotation of sales and marketing in the legal field. Lawyers often feel like they are trying to convince a potential client to pay for something he or she does not really need. But what if lawyers began to think of marketing as a network of trust and sales as connecting a person with legal needs to the right lawyer? While many lawyers would embrace this as an idea situation, few know where to start. What steps should solo and small firm lawyers take to ethically and effectively sell their services?

In this episode of The Un-Billable Hour, Christopher Anderson interviews networking expert Bob Burg who wrote a book about successful marketing techniques called “The Go-Giver.”  Burg describes a different sort of marketing in which the lawyer provides value to the consumer in the form of comfort and trust. By shifting the focus of the practice to the consumer’s needs, the lawyer creates an environment in which people want to pay him/her for the legal services they already need. In order to do this properly, Burg explains, the lawyer must recognize five “laws of stratospheric success,” or systems for evaluating the success of their practice: value, compensation, influence, authenticity, and receptivity. These laws are based around the idea that authentically and genuinely putting others first will inevitably be profitable for a valuable legal practice. Burg does not mean giving away services, however. He encourages lawyers to do some research; ask happy clients what qualities about the service they found valuable build upon those qualities for future marketing techniques.

Bob Burg is a sought-after speaker at corporate conventions and for entrepreneurial events. He has written the well known business marketing books Endless Referrals and The Go-Giver. His latest book is entitled, Adversaries Into Allies: Win People Over Without Manipulation or Coercion which discusses how to master the art of Ultimate Influence. Bob is an advocate, supporter, and defender of the Free Enterprise system, believing that the amount of money one makes is directly proportional to how many people they serve. 

Brought to You by
Episode Details
Published: October 1, 2014
Podcast: Un-Billable Hour
Category: Best Legal Practices , Practice Management
Podcast
Un-Billable Hour
Un-Billable Hour

Best practices regarding your marketing, time management, and all the things outside of your client responsibilities.

Listen & Subscribe
  Apple Podcasts
  Google Play
More Episodes
08/31/18
If I Could only Find Good People: Hiring for a Law Firm

Molly Hall tells us the best ways to find and hire quality employees.

07/23/18
Artificial Intelligence: Just Plain Smart Marketing

Keith Dyer discusses how using AI can improve law firms's marketing efforts.

06/27/18
A Minute Saved is a Minute Earned

Alan Tuback talks about different techniques and tools that can help keep lawyers on track with their billable hours.

05/30/18
Decoding Search Engine Optimization

Seth Price talks about the four main components of SEO: high quality content, authoritative links, correct coding, and local.

04/30/18
Addressing Access to Justice with Blockchain

Tyler Todd talks about the access to justice problem and how blockchain and other technology could be a solution.

03/27/18
Filling in the Gaps: Freelance Lawyers to the Rescue

Greg Garman from Lawclerk talks about when firms should hire freelance lawyers to provide different levels of expertise and free up a law firm’s...